Relationship Marketing Strategy and implementation
Summary This chapter has examined two key market domains – referral markets and influence markets. We have described how both th ...
6 Kotler, P. and Armstrong, G. (1993). Principles of Marketing, Prentice Hall, Englewood Cliffs. 7 Herriott, S.R. (1992). Identi ...
case studies are included in this section which focus on a number of aspects relating to these two market domains. Case 4.1: Rat ...
Relationship marketing issues: ● recovery after offending customers ● managing referral markets ● developing responses to hostil ...
Fisons’ pharmaceuticals division, including delays for approval of drugs from the US Federal Drug Administration. By 1992 instit ...
sion may wish to discuss their perceptions of the company’s inter- nal marketing activities. Case 4.3: The Body Shop Internation ...
Relationship marketing issues: ●personality based marketing ●the ability to get extensive media coverage through developing rela ...
Case 4.1 Ratners: A case of corporate reputation This case was written by Neil Botton, a Principal Lecturer in Strategic Managem ...
the Ratner Group. Costume jewellery consisted of pieces made from all other materials, including gilt and gold plate. In the ear ...
Argos, were actually expanding the market by attracting a whole new segment of customers. Prospective customers were able to car ...
Ratners are not interested in special offers or gimmicks. We don’t feel it is the correct way forward for jewellers.We don’t fee ...
ularly in the 9ct gold ranges. Significant cost savings were achieved by using their increased volume in their dealings with sup ...
The acquisition of Ernest Jones for £25 million, funded by a 3 for 10 rights issue, filled a portfolio gap in the middle to uppe ...
Concerns in the City as Ratners over-extend? Towards the end of 1988^10 concern was expressed in the City that the Group was bei ...
worse.^14 The company started to pursue a rationalization programme, cutting costs in the pursuit of margins as well as volume, ...
caused ... I would like to put on record that I am very proud of my shops, my products, my staff and my customers.’ Even as the ...
coming down 15 per cent, cost increases of 10 per cent seemingly could not be passed on and the share price continued downwards. ...
do, but there will be a load of things that Jim will be able to deal with. It is more stable. He added^22 that Mr McAdam would b ...
forward at the sharp end. That is what he likes doing and what he does best.’ Ratners’ offer document^25 and the sale of Watches ...
their over-dependence on low prices and promotional activity. Gross margins were to be pushed up and the marketing strategy woul ...
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